Brand Tone

Aspirational & Chic, Supportive & Understanding, Confident & Empowering, Modern & Elevated, Community-Oriented

Brand Values

• •Style & Quality: Providing fashionable, high-quality clothing that lasts.
• •Versatility: Designing pieces for before, during, and after pregnancy.
• •Comfort: Ensuring clothes are comfortable for changing bodies.
• •Empowerment & Confidence: Helping women feel good about themselves throughout motherhood.
• •Community & Support: Being a resource and creating a supportive network for mothers.
• •Inclusivity & Diversity: A stated commitment to diversity in their team, marketing, and advocacy for minority maternal health.
• •Redefining Maternity Fashion: Shifting perceptions of maternity wear from purely functional to stylish and desirable.

Best Practices

• •Embrace Empathy and Understanding: Always write from a place of understanding the emotional and physical journey of motherhood. Use language that is supportive, acknowledging both the joys and challenges.
• •Maintain an Elevated yet Accessible Voice: While the brand is aspirational, avoid overly exclusive or alienating language. The tone should be sophisticated but also warm and inviting, reflecting a premium but caring brand.
• •Focus on Solutions and Empowerment: Highlight how HATCH products provide solutions for the unique needs of pregnant and postpartum women, empowering them to feel stylish and confident.
• •Use Consistent Keywords and Phrases: Incorporate terms like "before, during, and after," "chic," "timeless," "comfort," "confidence," and "community" regularly to reinforce brand values.
• •Show, Don't Just Tell, the Quality and Versatility: Use descriptive language that evokes the feel of the fabrics and the thoughtful design features. Illustrate how pieces can be styled for different occasions and stages of motherhood.

Social Perception

HATCH is widely seen as a leader in stylish, high-quality maternity wear. It's often associated with celebrities and influencers, giving it an aspirational status. Many appreciate the concept of investment pieces that can be worn beyond pregnancy. The brand is recognized for elevating maternity fashion.

Copy Examples

• •Headline: Beyond the Bump: Style That Evolves With You. Body: Motherhood is a journey of beautiful transformations. At HATCH, we design timeless pieces that celebrate every stage, offering effortless elegance and comfort from your first trimester to forever after. Embrace the change, beautifully. Call to Action: Discover Your Forever Pieces.
• •Headline: Confidence, Woven In. Body: Feel empowered and radiant through every moment. Our collection is thoughtfully crafted to not just fit, but to flatter, support, and inspire confidence. Because when you feel good, you glow. Call to Action: Shop an Edit of Our Most-Loved Styles.
• •Headline: More Than Maternity. It's a Movement. Body: Join a community of women redefining motherhood on their own terms. HATCH is your trusted partner for curated style, essential wellness, and unwavering support. Welcome to the motherhood you deserve. Call to Action: Explore HATCH, Babe.
• •Headline: The Softness You Crave, The Style You Love. Body: Indulge in luxurious fabrics and intelligent design that adapts to your life. From essential nursing bras to chic dresses you'll wear long after baby arrives, experience the HATCH difference. Call to Action: Experience Comfort & Style.
• •Headline: Your Journey, Beautifully Dressed. Body: HATCH Collection offers chic, solution-driven essentials for every stage of motherhood. We believe getting dressed should be simple, fun, and make you feel like the incredible woman you are. Call to Action: Find Your New Favorite.